{"id":266372,"date":"2010-02-02T16:16:55","date_gmt":"2010-02-02T21:16:55","guid":{"rendered":"http:\/\/gigaom.com\/?p=96297"},"modified":"2010-02-02T16:16:55","modified_gmt":"2010-02-02T21:16:55","slug":"adchemy-makes-advertising-personalized-in-real-time","status":"publish","type":"post","link":"https:\/\/mereja.media\/index\/266372","title":{"rendered":"Adchemy Makes Advertising Personalized in Real Time"},"content":{"rendered":"
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Adchemy<\/a>, an emerging advertising powerhouse, has figured out a way to tweak web ads to make them dramatically more effective. The company performs a crazy real-time technical dance to optimize the ads and landing pages shown to searchers.<\/p>\n

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Adchemy CEO Murthy Nukala<\/p>\n<\/div>\n

The idea came out of a realization by CEO Murthy Nukala and his co-founder, Rajeev Motwani (the now deceased<\/a> influential angel investor and Stanford professor), that to improve demand for online advertising, it must become more effective — not just efficient — and only then could it provoke a “share shift” of traditional advertising dollars. If all goes as planned, the web advertising market could grow dramatically. I visited Nukala at his company’s new Foster City, Calif., headquarters on Monday (which are actually directly across the office park from competitor QuinStreet<\/a>) to learn more.<\/p>\n

Last fall Adchemy signed up<\/a> Accenture as an investor in a new $30 million round (also including Mayfield Fund and August Capital, bringing the 5-year-old company to more than $57 million in total funding). Adchemy is now in testing with some of Accenture’s powerful client advertisers, and hopes to announce relationships with them soon. Sure, these are early-day numbers, but the company recently announced<\/a> it had grown revenue by 60 percent last year and its number of employees by 50 percent (to 135).<\/p>\n

\"\"<\/a>How does Adchemy actually work? “We featurize every part of advertising — every button, every page — then compute how much every feature is contributing to success or failure,” said Nukala. The company’s AudienceMaster system (which it is now building out as software as a service) takes in as much (non-personally identifying) data as it can about the person making the search. So if I’m searching for a keyword like BlackBerry, for example, it figures out as much as it can about my actual intent — for instance, potentially what I really want is to find smartphone data plan pricing in my area.<\/p>\n

Adchemy then creates machine-generated ad copy to respond to my profile and the intent of my search terms, and shows a customized ad on the search results page on which I land. When I do click, a custom landing page is configured and served onto the advertiser’s web site using an iFrame — so instead of seeing a standard AT&T landing page, I would go directly to one that shows my options for signing up for a BlackBerry in my coverage area.<\/p>\n

This all happens in the time of a click, with literally thousands of potential versions evaluated. Nukala said Adchmey can create a dynamically constructed banner ad, for example, within 30-40 milliseconds. One early Adchemy customer, home security provider Protection One, has increased conversion rates 218 percent. The idea is that people will respond much better to advertising that’s customized for them — the advertising really does become the content you were hoping to find.<\/p>\n

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Adchemy, an emerging advertising powerhouse, has figured out a way to tweak web ads to make them dramatically more effective. The company performs a crazy real-time technical dance to optimize the ads and landing pages shown to searchers. Adchemy CEO Murthy Nukala The idea came out of a realization by CEO Murthy Nukala and his […]<\/p>\n","protected":false},"author":673,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-266372","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/266372","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/users\/673"}],"replies":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/comments?post=266372"}],"version-history":[{"count":0,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/266372\/revisions"}],"wp:attachment":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/media?parent=266372"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/categories?post=266372"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/tags?post=266372"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}